With fewer stores willing to participate in pre-Black Friday sales this year — including the Mall of America, IKEA, Nordstrom and Office Depot — Macy's hopes to capitalize on the opportunity to bring in shoppers looking for early holiday deals.

“In response to significant, ongoing customer interest in shopping on Thanksgiving, both at Macy’s and at many other retailers, we will be opening our full-line department stores at 5 p.m. on Thanksgiving Day,” Macy’s spokeswoman Holly Thomas wrote in an email statement, according to Fortune.com.